Indspire brand standards manual j ecker

Brand Standards Manual
July, 2012
This version supercedes all other versions dated before July 2012.

Table of Contents
1.0 Introduction............................................................. 3
1.1 Introduction to our Brand Standards.......................... 4
1.2 The Brand Essence....................................................... 5
2.0 Basic Elements....................................................... 10
2.1 Logo............................................................................ 11
2.2 Tagline........................................................................ 12
2.3 Logo Type................................................................... 13
2.4 Common Font............................................................ 14
2.5 URL............................................................................. 16
2.6 Colours....................................................................... 18
3.0 Our Logo ................................................................ 20
3.1 Common Logo Versions............................................. 21
3.2 Alternate Versions...................................................... 22
3.3 Spacing Rules and Safety........................................... 24
3.4 Minimum Sizes........................................................... 25
3.5 Applications............................................................... 26
3.6 Protecting the Brand.................................................. 28
4.0 Building our Branded Look..................................... 31
4.1 Logo Placement......................................................... 32
4.2 Graphic Waves........................................................... 33
4.3 Frames and Backgrounds........................................... 35
4.4 Imagery...................................................................... 37
5.0 Brand Voice............................................................ 39
5.1 Tone and Language.................................................... 40
5.2 Terms.......................................................................... 42
5.3 Multilingual Treatment.............................................. 44
6.0 Sub-brands............................................................. 45
6.1 Introduction to Sub-Brands and Programs................ 46
6.2 Our Sub-Brands and Programs.................................. 47
6.3 Sub-Brands and Program Logo Elements.................. 48
6.4 Creating a Wordmark, Name and Tagline.................. 49
6.5 Indspire Awards......................................................... 52
7.0 Brand Hierarchy...................................................... 53
7.1 Usage With Partner Brands....................................... 54
7.2 Usage with Sub-Brands and Programs...................... 54
8.0 Our Brand Look...................................................... 55
8.1 Letterhead.................................................................. 56
8.2 Business Cards........................................................... 57
8.3 Envelope..................................................................... 58
8.4 Pocket Folder............................................................. 59
8.5 PowerPoint................................................................. 60
8.6 Sign............................................................................. 62
8.7 Pop-up Banners.......................................................... 63
8.8 Bursary Ad.................................................................. 64
9.0 Special Applications............................................... 65
9.1 Special Logomark Applications.................................. 66
9.2 Applications on Merchandise.................................... 67
9.3 Special Applications: URL........................................... 68
9.4 Special Printing Techniques....................................... 70
9.5 Exceptions.................................................................. 71
All material must be approved by the Indspire Media Relations & Communications department before
it is produced and distributed. For questions about working with the standards in this manual, please
contact the Communications Coordinator, Communications & Media Relations, at 416.987.0240

4
1.1
Introduction to our Brand Standards
On February 24th, 2012, Indspire was launched in Vancouver, British Columbia. On
that date, we retired the National Aboriginal Achievement Foundation brand and
took the organization to new heights.
The radically new look, language and character of the Indspire brand is a dramatic
shift for our organization. Successful implementation of the brand is dependent
on staff, partners and suppliers working together.
The purpose of this Brand Standards Manual is to guide the implementation of
each aspect of our new brand. The manual will be shared with key suppliers to
ensure all materials for Indspire follow the standards. In addition, Indspire staff
have been provided a desktop trifold card which serves as a handy reference and
a constant reminder of how to stay “on-brand.”
Building the brand quickly and successfully—and on a sustained basis is
dependent on our collective commitment to adhere to the standards we have
established. The Communications & Media Relations team is here to assist you
when needed.
Please remember that the standards set forth in this manual must be followed.
Implementing the new brand is not simply replacing one logo for another. Great
care must be taken to ensure that the language and sensibilities of Indspire are
also reflected in all of our communications. So, please allow yourself, our suppliers
and your Communications & Media Relations colleagues the time necessary to
best bring Indspire to life.
Exceptions to the standards may, on occasion, be required. Such exceptions must
be approved by the Vice President, Communications & Media Relations.
Finally, I also encourage you all to become “Brand Champions” by taking our quiz
which will test your knowledge of the Indspire brand.
John Ecker
Vice President, Communications & Media Relations

5
Indspire Brand Standards Manual
1.2
The Brand Essence
An inspiring new brand
A source of inspiration. A champion of education for
Canada’s young Indigenous people. A celebrator of
Indigenous achievement and success.
Ask someone to define Indspire, and you’ll get as
many answers as there are people. The purpose
of this document is to make sure that whatever
people say about us, it’s on-brand. This is especially
important for us because we have completely
transitioned our brand, including our name, logo
and entire visual approach, to a new brand that
reinforces our new positioning.
Our brand—that idea about us that exists in
the hearts and minds of people whenever they
encounter us—is created by everything we say
and do, and how we say and do it. But it’s also
created by a set of carefully crafted brand elements.
Used consistently, collectively and properly over
time, those elements will help ensure that all who
encounter our brand walk away with the same,
single-minded idea about us.

6
Creating the Indspire brand: the strategic fundamentals
Faithful to our mission and values, our new brand has been strategically guided by
the transformational work that the organization does and will do for Indigenous youth
(First Nations, Inuit and Métis) through education, with an increased focus on K-12, and
by providing them with role models.
Central to our branding process was the determination of our positioning, which is the
desired role or identity we want to have in the marketplace. A thorough strategic process
led to this positioning statement:
Ensuring every Indigenous child realizes the power of their own potential through
education.
This positioning:
• Affirms that education is our chief mandate
• Focuses on Indigenous children from K-12
• Reinforces that the power to achieve belongs to youth themselves
Our positioning led to the development of our Brand Personality—a set of
characteristics that define how we express ourselves, and how others encounter us.
As a brand, we are:
Bold Confident and courageous without being aggressive
Inspiring A role model for Indigenous youth and for Canada
Determined Relentless and unwavering, set on achieving our vision for
Indigenous peoples and for Canada
Visionary Forward focused, with a clear vision of the future
Wise We possess a wealth of knowledge and understanding, and are generous
about sharing it
Accessible Inclusive of all Indigenous peoples, we are welcoming and helpful
Indigenous Representative and respectful of all Indigenous peoples
Our personality influences much of what we do, from communications to fundraising
to program development and beyond. It is an essential part of creating a distinct
and effective brand. These characteristics should be felt in every aspect of our brand
communications, from how we express ourselves in words and design, to the kinds of
pictures we take, to the messages we deliver in speeches, videos, written materials and
more.

7
Creating the Indspire brand: the key brand elements
Our name
Simple and bold, positive and action-oriented, Indspire is a modern name
for an organization devoted to aiding and recognizing the achievements of
Indigenous people.
What it says We are the organization that inspires Indigenous youth to realize their
potential through education.
What it is A composite of “Indigenous” and “inspire.” It lives as a single word in both
English and French. It is deliberately crafted to make readers stop and pay attention.
What it does It showcases what we do and reveals a call to action.
• Everything we are and do—our people, programs, awards, events, strategies, stories,
ideas, communications, fundraising and more—is designed to educate and inspire
• It’s an invitation to corporations, governments and all who are inspired by us to
join us and inspire our young people
• It’s a call to action to the entire Indigenous community to stand up and be the
change Canada needs

8
Our tagline
Given our intriguing name, our tagline—a concise
and evocative summation of our mission—was
deliberately constructed to “complete the
thought” and clearly let people know what
Indspire stands for:
Indigenous education, Canada’s future.
• Our tagline immediately clarifies what the “Ind” in
our name represents
• The comma is there to showcase our dual
priorities—the future of both our youth and of
our country –while making the link that those two
priorities are actually one and the same. In other
words, educating Indigenous youth is key to building
a bright future for us all.

9
Our mark
Our mark—the stylized soaring bird—is not only
our principal brand symbol, but also informs our
visual look, which these guidelines describe later.
Deliberately bold and iconic to reflect strength
of purpose and vision, it appears simple at first
glance, yet is actually rich in imagery and meaning.
• Its central image is a bird in flight: this suggests our
people reaching new heights of achievement
• The use of a bird reflects the deep tie Indigenous
peoples have to nature
• The mark possesses a strong sense of forward
movement, suggesting a positive journey of
progress; there is a subtle suggestion of flying
towards the sun, which introduces the notions
of a new day and a brighter future
• The bird’s wings form an outline of a drum, a
powerful symbol and ceremonial tool for all
Indigenous peoples, representing, among other
things, a connection to the spiritual and natural
worlds
• The mark also suggests flame and light: symbols
of illumination, life, growth
Colour-wise, the mark’s bright, vibrant tones reflect the
optimism that we have for the future, and of course our
brand personality. Positive colours—yellow, orange, red,
purple—are displayed in a gradient that helps give the
mark depth.

11
2.1
Logo
It is critical that the logo be consistent in the way it
appears.
This brand standards manual outlines rules that must
be followed when using the Indspire brand in any way.

12
2.2
Tagline
The tagline must always appear with the Indspire logo in both English
and French. There are exceptions to this found in section 9.1, 9.5.
The tagline must always appear with the English on the left and the
French on the right. There is no exception to this rule.
In the full colour logo, in both English and French, the tagline appears
in Calibri on two lines in 80% black with a hairline between them.
This lock-up is not to be altered whenever the tagline appears with
the Indspire logo.
Tagline lock-up

13
2.3
Logo Type
Our logo type is an original font designed specifically for Indspire.
We call it Indspire.
The Indspire font will only be used in the logo type and the branding
of sub-brands and programs.
This font will not be used in headlines, body copy, or any other
application.
The font is always in lower-case, with the only exception being: the
“I” at the beginning of our name.
* The Indspire Communications & Media Relations department has a copy of
the Indspire font file.

14
2.4
Standard Font
The standard font used by Indspire is Calibri.
Calibri is required for all office use, desktop publishing
and professional design.
Calibri must be installed and set as the default font in
all Indspire office computers and programs.
Calibri must be used for all email correspondence.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Calibri Regular
Calibri Italic
Calibri Bold
Calibri Bold Italic
Calibri Italic can
be used where
appropriate in
writing, eg. sub
brands and programs.
Calibri Regular must always be used as body
copy and the message body of an email,
a power point deck, and all other types of
communications.

15
Because Calibri characters appear slightly
smaller than conventional sans-serif
typefaces, it is important to review the
following sizing rules when designing for
the Indspire brand.
It is critical that all copy meet accessibility
requirements, digitally and in print.
French and English copy must be set at
the same font size.
Print
In print, it is required that copy be set
at 11pt and above.
Online
Online, it is required that copy be set at 11
point font and above.
Colour For Type
Colours can be used as headings in a range
of sizes, and to add colour to copy. Colour
is meant as an accent throughout type
and should not dominate blocks of copy.
Note: Colours and font sizes can vary. No
particular colour is assigned to a particular
font size.
In print, body copy must be set at 11pt or greater.
Online, body copy must be set at
11 pixels or greater.
Heading - R85 G19 B93

16
2.5
URL
Displaying the indspire.ca URL prominently is
important.
The indspire.ca URL should always be displayed
in Calibri bold, deep purple (R85 G19 B93 or
C55 M94 Y0 K46).
The placement of the URL should be considered.
Unless the URL is within body copy, ensure
whitespace around it, and that it is in a position
that draws attention to itself.
Following are several examples where the URL
is displayed.
Indigenous education,
Canada’s future.
L’éducation des autochtones.
L’avenir du Canada.
indspire.ca
Head Oﬃce
P.O. Box 759
50 Generations Drive
Six Nations of the Grand River
Ohsweken, Ontario, N0A 1M0
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Oﬃce
215 Spadina Ave, Suite 450
Toronto, Ontario, M5T 2C7
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
When the URL appears with the address,
there is an opportunity to call more
attention to it. Set it in isolation, vertically
centred with the address left justified.
There are certain special applications
where the ‘indspire.ca’ URL will be
displayed as the main logo. This only
can occur on swag. To see more on this
special application refer to section 9.
Please see section 9.3 for graphic
application.

17
indspire.ca
Canada’s future.
Canada’s future.
LOREM IPSUM DOLOR SIT
sed do eiusmod tempor incididunt
January 12
2012
Lorem ipsum dolor sit amet, consectetur adipis-
icing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua.
indspire.ca
Head Office
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Office
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
indspire@indspire.ca
CEO
Roberta Jamieson
President, Chief Executive
Officer, Executive Producer,
Indspire Awards
Board of Directors
David Gabriel Tuccaro
Chair
Jean Teillet
Vice-Chair
CPO2 Debbie Eisan
Lillian Hvatum-Brewster
Len Flett
Peter J. Lukasiewicz
Dr. James Makokis, M.D.
Dr. Gerald McMaster
Gordon R. Peeling
Wm. (Bill) Shead
Mary Simon
Ian Sutherland
Paul Tsaparis
Dr. Cornelia Wieman, M.D.
Canada’s future.
indspire.ca
The URL is a strong call to action. Here
are two examples where it is the sign-off
to branded communications.
Although a business card has a lot of
important information, the URL has
space above and below it allowing it
to have prominence.
Two examples of the URL with the logo.
Ensure ample white space. Note that the
URL also sits neatly on the same baseline
as the tagline’s second line.
Pop-up Banner Letterhead
PowerPoint Slide
Outdoor Signage
Canada’s future.
L’avenir du Canada. indspire.ca

18
Indigenous educa on,
Canada’s future.
L’éduca on des autochtones.
2.6
Colours
Indspire deliberately uses colour to enhance the look of our
branded material. It is important to use colour in
a consistent way throughout all communications.
Our primary solid colours are derived from the main colour
veins within the gradient used for our mark. These colours
can only be used in special applications, found in section 9.1.
Bursaries and Scholarship Awards Bourses d’étude et bourses d’excellence
Second section of colour
First section of colour
Bursaries and Scholarship Awards
Indigenous Youth Career Seminars
Bourses d’étude et bourses d’excellence
Séminaires sur les carrières à
l’intention des jeunes autochtones
Conférence sur les carrières à
Indigenous Youth Career Conference
Our colourful gradient
The gradient used in our logo can be used in
other ways throughout our branding. It can
be applied to backgrounds (section 4.3), in
our sub-brands (section 6), and in our graphic
waves (section 4.2).
The four colours used in the gradient must
remain the same as in the logo
and not be altered. The gradient itself must
not be altered, the colour points can not be
shifted, and colours must not be removed.
Smaller sections of the gradient can be used.
Sections can include as much or as little of the
gradient as needed. The gradient can be used
in any direction or orientation.
The full gradient can be used condensed in
its width, creating more drama, similar to the
way it is used in our Indspire Awards logo. Be
careful when doing this in backgrounds, or in
large areas, as certain colours may flare up. As
there are a lot of colours in the range of this
gradient, ensure in proofing that the gradient
doesn’t appear to band or exaggerate flares in
colours.
This is an example of how sections of the
gradient are applied to design elements.
Make sure that the gradient is continual
within whatever shape it is in. The gradient
must never stop on a solid colour. Do not let
the gradient end on yellow within the shape,
and do not allow the solid yellow to continue
the rest of the way to the edge of the shape.
This will cause banding.
Promoting Indigenous Education
Celebrating Indigenous Achievement
Promouvoir l’éducation des Autochtones
Célébrer les réalisations des Autochtones
The full gradient can be used at different lengths,
condensed or stretched.
C0 M0 Y0 K100
R35 G31 B32
C0 M0 Y0 K80
R88 G89 B91
C29 M100 Y16 K16
R159 G21 B108
C11 M100 Y100 K6
R204 G31 B37
C0 M60 Y100 K0
R245 G130 B32
C0 M0 Y100 K0
R255 G242 B0
C29 M100 Y16 K61
R93 G0 B60
C55 M94 Y0 K46
R85 G19 B93
C50 M85 Y15 K0
R146 G74 B139
C100 M40 Y0 K0
R0 G125 B197
C0 M75 Y100 K0
R242 G101 B34
C0
R
Canada’s future.

19
C0 M0 Y0 K100
R35 G31 B32
C0 M0 Y0 K80
R88 G89 B91
C29 M100 Y16 K16
R159 G21 B108
C11 M100 Y100 K6
R204 G31 B37
C0 M60 Y100 K0
R245 G130 B32
C0 M0 Y100 K0
R255 G242 B0
C29 M100 Y16 K61
R93 G0 B60
C55 M94 Y0 K46
R85 G19 B93
C50 M85 Y15 K0
R146 G74 B139
C100 M40 Y0 K0
R0 G125 B197
C0 M75 Y100 K0
R242 G101 B34
C0 M0 Y0 K100
R35 G31 B32
C0 M0 Y0 K80
R88 G89 B91
Canada’s future.
Colour for type
A palette has been created to complement the logo and the
gradient. These colours can be used for designing with type.
They can be used as headings, and to add colour to copy.
Colour is meant as an accent throughout type and should
not dominate blocks of copy.
Special Applications
A palette derived more directly from the colours used in the
gradient of our logo can be used in special applications like
merchandise, details are found in section 9.1.
Coloured headings
help to create a rich,
colourful layout. They
also make scanning a
document easier.
Lead-in sentences
can be coloured
to add texture and
visual interest
to copy-heavy pages.
Black copy is always
the best for legibility
for body copy.
It is important that colour consistency is kept
when designing for online. Always refer to the
RGB values when designing for digital.
* Colour swatches for Illustrator, InDesign & Photoshop can be found in the design toolkit.
19
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error sit voluptatem accusantium doloremque
laudantium, totam rem aperiam, eaque ipsa
quae ab illo inventore veritatis et quasi architecto
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ipsam voluptatem quia voluptas sit aspernatur
aut odit aut fugit, sed quia consequuntur
magni dolores eos qui ratione voluptatem
sequi nesciunt. Neque porro quisquam est, qui
dolorem ipsum quia dolor sit amet, consectetur,
adipisci velit, sed quia non numquam eius modi
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aliquam quaerat voluptatem. Ut enim ad minima
veniam, quis nostrum exercitationem ullam
corporis suscipit laboriosam, nisi ut aliquid ex ea
commodi consequatur? Quis autem vel eum
iure reprehenderit qui in ea voluptate velit
esse quam nihil molestiae consequatur, vel
illum qui dolorem eum fugiat quo voluptas
nulla pariatur?
Lorem ipsum dolor sit amet, consectetur
adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud exercitation
ullamco laboris nisi ut aliquip ex ea commodo
consequat. Duis aute irure dolor in reprehenderit
in voluptate velit esse cillum dolore eu fugiat
nulla pariatur. Excepteur sint occaecat cupidatat
non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
corporis suscipit laboriosam, nisi ut aliquid ex ea
commodi consequatur? Quis autem vel eum
nulla pariatur?
incididunt ut labore et dolore magna aliqua.
Lorem ipsum
dolor sit amet
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud
exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure
dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit
anim id est laborum.
Section of our
gradient used in
the background
(see page 18
for details).

21
3.1
Common Logo Versions
It is critical that the logo be consistent in the
way it appears. The logo should appear on white
and light coloured backgrounds in full colour, as
seen above. Exceptions must be approved by
the Indspire Communications & Media Relations
department.
The tagline must always appear with the Indspire
logo in both English and French. Exceptions to this
rule are found in sections 9.1 and 9.5.
The tagline must always appear with the English tag
first and the French second. There is no exception
to this rule.
Do not alter this logo or its lock-up in any way.
* All versions of our logo can be found in the design toolkit.

22
3.2
Alternate Versions
Grey-scale and one-colour
There will be instances where a single colour or grey-scale
logo is required. In both instances the single colour black
logo is to be used, as seen above. As these instances are
rare, it is necessary that the Indspire Communications
& Media Relations department approves the use of the
single colour logo.

23
Reverse
In the rare occasion that the Indspire logo is
required in reverse it is to be used completely white,
as seen above. Indspire is building brand equity and
although the logo appears nicely in reverse,
it is an integral part of the strategy that the logo
appear in full colour as often as possible. The
Indspire Communications & Media Relations
department must approve the use
of the logo in reverse.
Indspire Visual Identity Standards Manual

24
3.3
Spacing Rules and Safety
It is important to ensure that ample white space
is provided around the Indspire logo when placing
it anywhere. Our minimum safety is determined
by the character ‘e’ within the Indspire word mark
and wraps around the space in which the logo
occupies (logo zone). The height of the ‘e’ will be
used to ensure that our logo stands out anywhere.
Logo zone
Safety

25
3.4
Minimum Sizes
The Indspire logo can be sized down to a minimum of
1.5 inches wide with the tagline. Never reduce the size
of the Indspire logo below 1.5 inches when applying it
to any communications.
There are exceptions to the minimum sizing rule, including
merchadise. Please consult the Communications & Media
Relations department. See section 9.1.
To ensure the correct size proportion is applied, please use the
following:
The length of the tip of the bird to the bottom of the logo is
the same as the width of the “Indspire” text from the “I” to
the “e”.
The Indspire Awards logo can be downsized to a minimum of 1
and 3/4 inches wide or 4.5cm.
The Indspire Institute logo can be downsized to a minimum of
1 and 1/8 inches wide or 4.8cm.
The Soaring: Indigenous Youth Career Conferences logo can be
downsized to a minimum of 1 and 3/8 inches wide or 3.5cm.
The Industry in the Classroom: Indigenous Youth Career
Seminars logo can be downsized to a minimum of 1 and 3/8
inches wide or 3.5cm.
The Building Brighter Futures: Bursaries and Scholarship
Awards logo can be downsized to a minimum of 1 and 3/8
inches wide or 3.5cm.
Celebrating Indigenous Achievement Célébrer
1.5 inches wide
minimum
Indigenous Youth Career Conferences

26
3.5
File Colour Formats
There are several file formats available when
working with the Indspire brand. It is important
to consider the medium before choosing the right
logo format and colour.
The two common colour modes are CMYK and RGB.
As a rule, CMYK is used when printing and RGB
is used when displaying the logo on any type of
screen or monitor. Because there are exceptions, the
best way to know is to ask the person in charge of
production on any project. For example, ask an editor
or producer when working on a T.V. spot, or a printer
when preparing print-ready files which colour mode
and file format of the Indspire logo to provide.
The .eps is the best quality format for reproduction.
An .eps file is a scalable vector format, this means
that when the logo is sized up or down it retains its
quality for reproduction. An .eps is always the first
choice when using the Indspire logo.
The .tif format is the highest quality non-scalable
format, with the least amount of image
compression. When a non-vector image is
requested, .tif is the first choice when using
the Indspire logo.
Beacuse the .jpg compression can compromise the
quality of a logo, we provide a .tif or .eps file.
Files can be found by asking the Indspire
Communications & Media Relations department.

27
3.5
File Colour Formats
Below is a helpful chart of the file formats that are available,
some descriptions of their use, and where they can be found.
Available
Formats CMYK RGB Black (greyscale) Reverse (greyscale)
Scalable
vector
format
.eps • • • •
Non-
scalable
formats
.png
* • •
.tif • • • •
Some
examples
Stationery,
posters, print ads,
billboards, annual
reports, pop up
banners, etc.
Website, online
advertising,
social media
profiles pictures,
mobile, etc.
Black and white
newsletters,
black and white
ads, etc.
Partners’ ads,
Partners’
communication
material, etc.
Applications 4 colour offset
and digital
printing.
All digital
applications.
Some print
processes may
require RGB files.
Any single
colour printed
application.
Instances where
Indspire does not
have control over
the creative work
and this type of
logo is required.
Naming logo-indspire_
CMYK
logo-indspire_
RGB
logo-indspire_
black
logo-indspire_
reverse
Note: Never convert from one colour mode to another. For example, do not convert a CMYK .tif to an RGB .tif
– this will incorrectly change the appearance of the colour of the Indspire logo. Also please take caution to
not place a CMYK logo into an RGB file, and vice versa.
* In the rare instance that a file with a transparent background is required for a digital application in full
colour, a .png file is available. Because .png files are 256 colours, subtle banding will occur in the gradient.
It is always recommended to supply .jpgs for digital applications.

28
3.6
Protecting the Brand
It is essential that the Indspire logo be used correctly and not altered in any way. Some common
examples of how people alter logos can be found below. Any time the logo is being used, an original file
supplied by Indspire must be placed into the design and not changed. There are absolutely no exceptions
to this rule. If you have any doubts, please consult the Indspire Communications & Media Relations
department.
Canada’s future.
Canada’s future.
L’éducationdes autochtones.
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
rotate
proportions proportions re-position
skew Stretch
Do not rotate the logo.
Do not alter the size
relationship of the logo
by re-sizing one element
in the logo.
Do not skew the logo horizontally or vertically.
Do not increase the size
of the tagline.
Do not re-position any
element in the lock-up
of the logo.

29
Do not re-position the
tagline.
Do not copy and paste
the logo into documents.
Do not shadow the logo.
Do not separate the English and French
tagline separately.
Do not refect the logo.
Do not add grayscale to
to logo.

30
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
Canada’s future.
.ca Indspire
Do not add any type or
design elements to the logo.
Do not change the colour
of the mark.
Do not change the font
of the logo type.
Do not use backgrounds
that do not provide enough
contrast with the logo.
Do not change the colour
of the logo type.
Do not change the font
of the tagline.
Do not use patterns in
backgrounds behind the logo.
Do not change the
colour of the tagline.

31
4.0
Building our
Brand

32
4.1
Logo Placement
To ensure that Indspire continues to grow its brand equity
the logo is meant to be seen primarily in full colour on a
white background. There is no standard around specific
placement as long as the logo is presented with ample
white space around it and at a large size. Coupled with
imagery, our logo is a main focal point where it is featured.
When you wish to add a logo to any document, it must
be reviewed by the Communications & Media Relations
department.
Canada’s future.
Ample white space
Head Oﬃce
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Oﬃce
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
CEO
Roberta Jamieson
Indspire Awards
Board of Directors
Chair
Jean Teillet
Vice-Chair
CPO2 Debbie Eisan
Len Flett
Dr. Gerald McMaster
Gordon R. Peeling
Wm. (Bill) Shead
Mary Simon
Ian Sutherland
Paul Tsaparis
Canada’s future.
indspire.ca
Placement: bottom, centered
Placement: upper left

33
4.2
Graphic Waves
Our brand is aspirational, so everything from
our tone, to our logo, to our look should
convey this. The graphic waves do just that.
The waves are to be used on main treatments:
posters, brochure covers, report covers, etc.
On this page are several examples of how the
waves can appear.
The use of the wave also helps to determine
the shape of the frame that will crop the
image. For a detailed description of this
refer to page 34.
always stacked with 2 waves that
follow the form of one another.
use a single curve with two nodes
wave begins from a single point and flows outward
Canada’s future.

34
Canada’s future.
When using the graphic waves in secondary
content, such as stationery and text heavy content,
they can be used as a subtle accent, helping to
brand pages where the logo will not be found.
There are additional examples of this in section 8.
The colours of the graphic waves have been taken
from a section of the gradient used in the mark of
our Indspire logo.
Because the waves always consist of two stacked
waves, we are able to use two separate sections
of the gradient, creating a richer palette of colours
to work with in our brand.
Bursaries and Scholarship Awards Bourses d’étude et bourses d’excellence
Second wave colour
First wave colour
magni dolores eos qui ratione voluptatem sequi
nesciunt. Neque porro quisquam est, qui dolorem
ipsum quia dolor sit amet, consectetur, adipisci
velit, sed quia non numquam eius modi tempora
incidunt ut labore et dolore magnam aliquam
quaerat voluptatem. Ut enim ad minima veniam,
quis nostrum exercitationem ullam corporis
suscipit laboriosam, nisi ut aliquid ex ea commodi
consequatur? Quis autem vel eum
nulla pariatur?
nulla pariatur?
Lorem ipsum dolor sit amet
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
enim ad minim veniam, quis nostrud exercitation ullamco laboris
nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in
reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla
pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa
qui officia deserunt mollit anim id est laborum.
Graphic waves as accents
Head Oﬃce
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Oﬃce
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
CEO
Roberta Jamieson
Indspire Awards
Board of Directors
Chair
Jean Teillet
Vice-Chair
CPO2 Debbie Eisan
Len Flett
Dr. Gerald McMaster
Gordon R. Peeling
Wm. (Bill) Shead
Mary Simon
Ian Sutherland
Paul Tsaparis
Canada’s future.
indspire.ca

35
4.3
Graphic Waves and Backgrounds
Graphic waves are used in main treatments: posters, brochure covers, report
covers, etc. The graphic wave helps to determine the frame that crops our
image. This shape follows the contour of the bottom of the second wave,
making its own wave to frame our image.
To see other examples of how this frame can appear please refer to graphic
waves in section 4.2
Contour of the bottom
of the second wave
Contour of the bottom
of the second wave
Wave framing
our image
Wave framing
our image

36
Canada’s future.
On materials where the logo appears, our background
will be primarily white. This helps to provide more
contrast to the logo and ensures that our brand equity
is grown through a consistency in its appearance.
Our gradient (section 2.6) can be used as backgrounds
throughout documents and will bring a bright and rich
element to any layout. The full spectrum, or a section
of our gradient taken from our logo can be used.
White background
nulla pariatur?
nulla pariatur?
corporis suscipit laboriosam, nisi ut aliquid
ex ea commodi consequatur? Quis autem vel
eum iure reprehenderit qui in ea voluptate
velit esse quam nihil molestiae consequatur,
vel illum qui dolorem eum fugiat quo voluptas
nulla pariatur?
iure reprehenderit qui in ea voluptate velit orem
ipsum dolor sit amet, consectetur adipisicing elit,
sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam,
quis nostrud exercitation ullamco laboris nisi
ut aliquip ex ea commodo consequat. Duis
aute irure dolor in reprehenderit in voluptate
velit esse cillum dolore eu fugiat nulla pariatur.
Excepteur sint occaecat cupidatat non proident,
sunt in culpa qui officia deserunt mollit anim
id est laborum.
Lorem ipsum dolor sit ametLorem ipsum dolor sit amet

37
4.4
Imagery
Photography is a powerful storytelling tool. Our character and brand personality are reflected in the
imagery that represents Indspire. The tone of our imagery should be hopeful and inspiring, conveying
achievement and aspiration, possibilities and opportunity.
Light
Light is an important part of our imagery and our unique brand look. Photography should be lit with available
light, which will help make the images feel natural, observational and spontaneous as opposed to staged.
Wherever possible, light should also play a role in the shot. This can be accomplished by shooting into the sun
with the light glowing from behind the subject, shooting someone reaching toward the light or looking into it,
or simply using a sunburst to balance the subject with the overall composition.
Style
Although some of our images may use light in a conceptual way, overall the style of our photography is
envisioned as editorial. A shot that tells a story. Compositions should be shot fairly wide to include what
is going on around the subject as well as the subject. It is important that the viewer can recognize the
environments that our subjects are in, so images must be shot with enough depth of field to ensure that
the backgrounds are not totally blown out. Photos should be shot in the actual environments where the
subjects live, go to school in, and are surrounded by. Because of the strong attachment our subjects have
to the land, these should preferably be outdoor environments, but can also be in the classroom, at an
event, etc., as long as the lighting feels natural and the environment doesn’t feel staged.
Subjects
It is important to capture the personality and character of people as naturally and realistically as possible.
What the subject is doing, how they are interacting with the lens, where they are, and even what they are
wearing should reflect the real feeling of the individual in their own environments, not staged scenarios.
We want our images to feel alive and hopeful and to reflect real people. This means no apparent hair and
make-up artist, no overly stylized wardrobe, no forced smiles or expressions, no over-dramatized moments,
i.e. studying with intensity, etc. There must be no logos or brand names on the clothing of our subjects.
Although the subjects will be posed at times, the goal is to not make them feel posed, but look as though the
shot is a real moment in time. For example, kids in a class with their hands raised, a child in the north looking
into the camera with a vast landscape behind them, someone standing on the shores of a sea with the sun
behind them.
Indspire serves all Indigenous communities from coast to coast to coast, and this must be reflected when
selecting photography for designs. Subjects must be legitimately Indigenous Peoples from the region of
Canada, and photography must always be shot in Canada. Because of this, stock imagery is not acceptable.
It’s important to ensure a fair representation of diversity in our advertising and communications material,
and a range of landscapes, Indigenous Peoples, and gender of subjects. It is also important to cover
different ages, between 5 years and 30 years, but primarily youth. Shots can be of groups or individuals.
Themes
Our photography should reflect the following themes: aspiration, achievement, success, looking to
the future, reaching potential, soaring, learning, growing, Canada, nature, nurture, children, groups of
children, teaching, training, empowerment, and self-belief.

38
Above are examples of the type of shots that are acceptable. These are stock images, meant
to be used as reference and not for use in actual produced materials.

39
5.0
Brand
Voice

40
5.1
Tone and Language
One place where our brand personality has endless opportunities to shine is our written communications.
And while no guidelines can (or should even attempt to!) show you how to write, certain suggestions can
help to ensure that our communications are on-brand and sparkle with energy.
Here again is our Brand Personality, with some tips that show how you can help it come across in written
communications.
Bold Make definitive and declarative statements, i.e.:
“Indigenous youth are the fastest-growing demographic in Canada, and the future of our country.”
“Education is the most important thing we can do for our young people.”
“Together, we can help Indigenous people soar.”
Inspiring Remind our audiences that they can achieve and reach their potential, that they
have what they need to succeed, and that we’re there to help them find it. Take every
opportunity to recognize achievement in all fields.
Determined Express confidence in the actions we are undertaking to achieve our mission.
Stress the hard work and perseverance of our scholarship and bursary recipients. Write with
conviction and a positive view of the future.
Visionary Forward focused. We have a vision of the future with Indigenous people playing a
leading role in it. Express the idea that we see a bright future for our people and our country,
and education is how we will achieve it.
Wise Include relevant statistics about the power of education, and even better, examples
of successes wherever possible.
Accessible Let readers know that there is always more information and help available to
them, through our website, our publications, our people and through others (i.e. Guidance
Counselors). Let people know that we are always interested in hearing from them and
connecting with them.
Indigenous Use words that are representative and understanding of all Indigenous peoples.
Include factual statistics for Indspire whenever possible.
Use declarative fact statements, tied to real people (supported by human emotion).
Write brief, single thought sentences.
Express ideas in a positive way. Avoid using “but” to join sentences and use “and” where
possible. Example, “She went to the store, but she went by herself” sounds negative. Saying
“She went to the store and she went by herself” sounds positive.

41
role model
celebrate
recognize
Language of the brand
Avoid jargon and insider language: Remember that our audiences, especially online, are vast and
varied. So use simple language, versus things like terminologies that, while correct, may confuse or
alienate some readers. For example, “Indspire recommended a timeline of actions needed to engage
our target” is better put as, “We created a plan to reach out to Indigenous youth.”
Accentuate the positive and hopeful: Focus on objectives, successes and opportunities instead of
problems and setbacks. For example, “A future without education is bleak for many Indigenous youth.”
can be better expressed as, “Education is the key to transforming the future of many Indigenous
youth.”
Be brief: Use short paragraphs and sentences. People tend to scan, especially online, so break things
up and use section headers. Always let people know that more information is available at other
sources.
Use the active voice: “We met in Ottawa” is not just better, but friendlier and more energetic than,
“A meeting was organized in Ottawa.”
Stress benefits over features: “A day that could change your life.” is more personal and persuasive
than, “Canada’s biggest Career Conference.” Benefits are more effective because they show the reader
what’s in it for them.
Use a call to action: “Learn more,” “join us,” “speak to your Guidance Counselor today,” “get your
application form in right away.” It’s always a good idea to give people clear things to do. And it keeps
them engaged with us longer.
Words to live by
This word cloud brings together some simple, positive words that can help you bring our personality
to life. While they are by no means mandatory (and you’ll surely have more of your own), their use will
help craft messages that reflect our personality and our aspirations.

42
5.2
Terms
Below you will find commonly used terms and proper usage for
all communication coming from each Indspire department.
• When referring to First Nation, Inuit and Métis people or
communities, the collective term is Indigenous, not Aboriginal
• First Nation, Inuit and Métis should always appear in this
order for consistency
• Only use the word Aboriginal when writing the proper name
or program of another organization or an event
• Indigenous is always uppercase
• Be careful not to forget the “d” in Indspire when writing. Ensure that
Indspire is in your desktop dictionaries
• In subsequent references to Indspire, “the organization”, “our
organization”, or “our charity” is used.
• For consistency, we use the following terms
• post secondary: lowercase, no hyphen
• band, peoples is lowercase except when attached to a
specific First Nation band or as part of a proper noun
• Métis always has an accent on the ‘e’ and is capitalized (use alt
0233 on your computer)
• We are Indspire, not “Indspire Canada” or Indspire Foundation”
• We host the Indspire Awards, not the “Indspire Achievement
Awards” or “National Indspire Awards”
• Only use acronyms for provinces when they are listed in an address
(Ex. 215 Spadina Ave, Toronto, ON). When speaking about a
province in a letter or message, it is spelled out (Ex. Toronto, Ontario)
• Commonly misspelled words – honourary, Iqaluit, Indspire,
announcement, Ohsweken.
• When referring to Indigenous people, never say Aboriginals
or Indians
• We have Award recipients or Laureates, not winners
• Always use periods ‘.’ between numbers and not dashes ‘-’

43
Putting it all together
This is an example of some copy for a print ad, targeted at Indigenous high school students, which invites
them to apply for a bursary or scholarship. It’s deliberately written in a friendly and approachable tone.
The headline must grab attention and compel people to read on, yet be clear.
This one states what the subject matter of the ad is, while offering a strong
benefit: the realization of your dreams.
The opening line
immediately tells
readers whom the ad
is from, establishes
credibility through the
statistic, and explains
in simple language
what we can do for
them (the benefit). We make it clear what
they need (a form) to
move forward.The use of “you”
throughout, including
the headline, makes
the appeal personal
and friendly.
Inclusive language
like “all kinds of
education” helps us
speak to a wide group
of students.
We end with an inspiring
call to action.
Bursaries.
Scholarships.
Dreams.
We can help you with all three.
Indspire has helped almost XXXX First
Nations, Inuit, and Métis students like
you achieve their dreams by helping pay
for their studies. You can get financial
assistance for all kinds of education,
including post secondary studies,
fine arts, health careers, and even stud-
ies in the oil and gas industry. However,
every student we’ve ever helped had two
things: a dream and an application form.
If you’ve got the first one, get the second
at indspire.ca

44
5.3
Multilingual Treatment
As a national, non-profit organization, Indspire is committed
to producing materials in both English and French. As we often
travel to different regions of Canada for various events, cultural
representation in the material we produce for each event is
always recommended. We will
translate content into Indigenous languages depending on the
cost, availability of the Indigenous translator and production
timelines.
When content is produced for various materials, the order of
presentation for languages is: English, then French and when
possible, Indigenous languages.
The spelling for Indspire is the same for English and French.
However, the word Indigenous appears completely different
in French: autochtone.
All promotional materials, bursary forms, program products
and mass-produced letters must appear in English and French.
The Communications & Media Relations department is the
starting point for all translation requests.

45
6.0
Sub-Brands

46
6.1
Introduction to Sub-Brands and
Programs
Indspire has a variety of sub-brands and programs
that Indspire undertakes to further its mission. For
this reason, it is important that their branding strongly
reflect Indspire. In terms of distinguishing sub-brands
from programs, a sub-brand is a significant initiative
that could potentially have several programs within or
attached to it, while a program would not have sub-
brands.
Sub-brands and program logos must always appear on
the front of collateral pieces that support them.
This section will show you:
• what Indspire’s sub-brands and programs are
• what they consist of from a visual and wording
(name and tagline) standpoint
• how to create new ones from a visual and
wording standpoint

47
6.2
Our Sub-Brands and Programs
Our Sub-Brands

Our Programs
Conférences sur les carrières à
l’intenƟon des jeunes autochtones

48
6.3
Sub-Brand and Program Logo Elements
The Name
Each sub-brand and program has a unique name, set in our
Indspire font.
The Tagline
A tagline clearly describing the sub-brand or program is set
below the name in Calibri. The tagline should always appear
with the sub-brand or program logos.
Colour
The Indspire brand has a rich and colourful gradient to draw
from, and a section of our gradient has been applied to the
colouring of each wordmark. When creating a new wordmark
it is encouraged to select sections of the gradient that have
not been used previously.
The Symbol
The symbol is to be used only for sub-brands, not programs.
The logo for the Indspire Awards has a modified version of
the symbol, to reflect the unique celebratory and recognition
aspects of the awards. This is a one-time modification and is
not to be repeated when creating other sub-brands.

49
Celebrating Indigenous Achievement Célébrer
How sub-brands and program
wordmarks are made
Sub-brands
In all cases, the wordmark for Indspire is used with a
sub-brand identifier (i.e. the words institute and awards)
set underneath, also in the Indspire font. A tagline clearly
describing the sub-brand is set below the sub-brand
identifier in the font Calibri. The tagline must always
appear with the sub-brand logos.
The wordmark and the identifier should be full justified;
because of this the font sizes of the sub-brand identifier
will vary. There may be instances where full justification
is not possible in both English and French while
maintaining the size relationship of the wordmark and
indentifier. Ensure that the entire unit continues to have
the integrity of the branded look, as in the example of
the Indspire Awards.
Where possible fully justify the tagline to the wordmark
and identifier. In cases where this is not possible, the
tagline should be centered and can be stacked in two lines.
It is important to ensure that the font of the tagline in both
French and English are the same size.
The colour of the sub-brand identifier for the Indspire
Institute has been taken from a section of the gradient
used in the mark of our Indspire logo. To see more on
how gradients can be used refer to section 2.6.
Sub-brands are meant to appear in isolation and not
necessarily include the Indspire logo on sub-brand
materials. The following rules for the Indspire brand
apply to sub-brands:
• Safety, section 3.3
• Minimum sizes, section 3.4
• Application rules, section 3.5
• Protecting the brand, section 3.6
6.4
Creating a Wordmark, Name and Tagline
The Indspire Communications & Media Relations Department is responsible for
the development of all sub-brands, program names, wordmarks and taglines.
Promouvo
Célébrer les réalisations de
* All sub-brand logos can be found in the design toolkit.
Wordmark
Identifier
Tagline

50
Programs
In all cases, the name of the program will
be set in the Indspire font, appearing with
the first word coloured and the subsequent
words set in black. A tagline clearly
describing the program is set below the
name in the font Calibri. The tagline should
always appear with the program wordmarks.
The program name will be full justified;
because of this the font sizes of the second
line will vary. There may be instances where
the word count in French and English
program names differ considerably from one
another. Ensure the first and second line
of the program name has a similar fontsize
relationship in both English and French. This
may lead to having more than one word on
the first line. As in the example of building
brighter futures.
Where possible fully justify the tagline to the
program names. In cases where this is not
possible (i.e. essor), the tagline should be
centered and can be stacked in two lines. It is
important to ensure that the font of the tagline
in both French and English are the same size.
The colours for the first line of the program
name have been taken from a section of the
gradient used in the mark of our Indspire
logo. To see more on how gradients can be
used refer to section 2.6.
* All sub-brand logos can be found in the design toolkit.
Bourses d’étude et bourses d’excellenc
Program name
Tagline
Conférences sur les carrières à
l’intenƟon des jeunes autochtones

51
6.4
Creating a Wordmark, Name and Tagline (continued)
How sub-brand and program names and taglines are made
The names of our sub-brands and programs are inspiring, in the sense that they either capitalize on our
intriguing organizational name or use a metaphor to intrigue and interest the reader. The tagline is then
descriptive, clarifying what this sub-brand or program is and does.
The breakdown of the names and taglines are as follows:
Sub-brands
Inspiring Name Descriptive Tagline
Indspire Awards Celebrating Indigenous Achievement
Indspire Institute Promoting Indigenous Education
When creating a new sub-brand like the above-described, it is ideal to follow the pre-existing format:
• The sub-brand name should begin with the word Indspire, followed by a one-word descriptor
• The tagline clearly describes what the sub-brand is and does. Ideally, the tagline should be consistent
in construction with the existing taglines: begin with a verb that describes the purpose or goal of the
sub-brand, followed by the word “Indigenous,” and finishing with a noun that describes the focal
point of the sub-brand.
Programs
Inspiring Name Descriptive Tagline
Building Brighter Futures Bursaries and Scholarship Awards
Soaring Indigenous Youth Career Conferences
Industry in the Classroom Indigenous Youth Career Seminars
When creating a new program name and tagline like the above-described, it is ideal to follow the
pre-existing format.
• The program name should be short and punchy and, ideally, try to nod to its subject area.
• The tagline then clearly describes what the program is and does. Ideally, the tagline should be
consistent in construction with the existing taglines. It should clarify what the program is and does
and for whom. If there is room, using the word “Indigenous” is recommended; again, only if you feel
that there is room. A long tagline is unwieldy in design and usually less effective than a short one.

52
6.5
Indspire Awards
The Indspire Awards are a high-profile celebration of the achievements of Indigenous role models from
across Canada, and a huge opportunity to profile Indspire. The award show will have a new theme every
year, and creative for the show, such as staging and design, will leverage those themes. To help ensure
that the award show maintains some consistency with the Indspire brand, a logo for the awards has
been created. This logo must be a primary element throughout the design of the show.
Outside of the logo, the award show can have a look that goes beyond this brand standards manual.
However, it is very important that our standards are considered when designing the show’s materials.
It is also important that all branding rules around the Indspire logo be applied to the Indspire Awards
logo. The Indspire Communications & Media Relations department should be consulted on opportunities
to integrate the Indspire brand into the show’s look.
Promouvo
Célébrer les réalisations de
* This logo can be found in the design toolkit.

53
7.0
Brand
Hierarchy

54
7.1
Usage With Partner Brands
It is important that our logo always retain its
integrity. In certain situations the Indspire logo
will appear with other logos. Always ensure that
the Indspire logo has equal visual proportions to
the other brands it is presented with. It is also
important to ensure that spacing around the
Indspire logo meet the standards found in
section 3.3.
7.2
Usage With Sub-Brands
and Programs
Sub-Brand
In the case of sub-brands, the Indspire logo is
found within the logo for the sub-brand, so it is
not necessary to include the Indspire logo as well
as one of the sub-brand logos on the same page. It
is important to ensure that anything not branded
with the Indspire logo still clearly acknowledges
Indspire as the master brand.
Programs
All program materials must be branded with
the Indspire logo. Although the program names
have a wordmark design, they are intended to be
accompanied by the Indspire logo. The role of the
wordmark is to help identify the program.
Canada’s future.
We’d like to thank our partners:
logo
logo
logo
Promouvoir l’éduca
Célébrer les réalisations des Autochto
Canada’s future.
Indspire logo
Indspire logo
Sub-brand name
& taglines

55
8.0
Our Brand Look

56
8.1
Letterhead
Printing Specs
• 4/0 offset 4 colour process
• 8.5” x 11” full bleed
• Cougar Text Smooth 70lb
The “second page” letterhead is used for all subsequent
pages in a mulitple page document.
Head Oﬃce
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Oﬃce
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
CEO
Roberta Jamieson
Indspire Awards
Board of Directors
Chair
Jean Teillet
Vice-Chair
CPO2 Debbie Eisan
Len Flett
Dr. Gerald McMaster
Gordon R. Peeling
Wm. (Bill) Shead
Mary Simon
Ian Sutherland
Paul Tsaparis
Canada’s future.
indspire.ca
* Print ready files are available in the designers toolkit.

57
8.2
Business Cards
(Note: above artwork not to size)
Printing Specs
• 3.5” x 2” full bleed
• Cougar Smooth Cover 100lb

58
8.3
Envelope
Canada’s future.
indspire.ca
P.O. Box 759
Ohsweken, ON, N0A 1M0
Printing Specs
• #10 envelope full bleed
• Cougar Smooth 70T

59
8.4
Pocket Folder
Front
Inside
Pockets
Back
Canada’s future.
Canada’s future.
indspire.ca
Head Oﬃce
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Oﬃce
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
Canada’s future.
* All images and body copy are for placement only.
dieline
Printing Specs
• flat size: 19.25” x 16.73” full bleed
• trim size: 9” x 12” full bleed
• .5” tabs for gluing pocket
• .25” gusset
• custom diecut, with slots for business cards (provided)
• Cougar Smooth Cover 100lb
• AQ coating

60
8.5
PowerPoint
Cover slide
Title slide
Canada’s future.
January 12
2012
indspire.ca
Canada’s future.
January 12
2012
indspire.ca
* PowerPoint templates are available in the designers toolkit.
Specs
• full colour process
• 54” x 120” full bleed

61
Copy slide
Image slide
sed do eiusmod tempor incididunt 8
Lorem ipsum dolor
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos-
trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis
aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla
pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui oﬃcia
deserunt mollit anim id est laborum.
sed do eiusmod tempor incididunt 9
* PowerPoint templates are available in the designers toolkit.

62
Canada’s future.
L’avenir du Canada. indspire.ca
8.6
Sign

63
8.7
Pop-Up Banners
indspire.ca
Canada’s future.
indspire.ca
Canada’s future.
indspire.ca
Canada’s future.

64
8.8
Bursary Ad
BURSARIES.
SCHOLARSHIPS.
Canada’s future.
We can help you with all three.
Indspire has helped almost XXXX First Nations, Inuit, and Métis students like you
achieve their dreams by helping pay for their studies. You can get financial assistance
for all kinds of education, including post secondary studies, fine arts, health careers,
and even studies in the oil and gas industry. However, every student we’ve ever helped
had two things: a dream and an application form. If you’ve got the first one, get the
second at indspire.ca

65
9.0
Special Brand
Applications

66
9.1
Special Logomark Applications
The Indspire logo is meant to be seen fully with the mark, name and tagline on
all communications. In some special cases the mark, name or even the tagline
may be seen in isolation. The most common case will be the application of the
logo on merchandise, and swag. Section 9.0 will outline the rules around using the
various components of the Indspire brand in isolation. In all cases, artwork must
be approved by the Indspire Communications & Media Relations department.
The Mark
Indspire is an organization that represents and promotes the education of
Indigenous people. This symbol should be worn proudly by everyone who
supports and is affected by what Indspire does. There is more flexibility to how
the mark can be used on merchandise: it can be used in isolation, and it can be
used as a single-colour, in several different colours derived from our logo, or in
reverse, as seen here.
The below colours are only to be used for merchandise:
* Please note, these colour values are not the same as the colours for
headings.
The Name
The name alone can be used in isolation. In some cases, for example a t-shirt, it
can appear on opposite sides of the mark. This will ensure that if someone is
not familiar with the icon, they will be able to know the name of the organization.
There may also be instances where only the name will appear, for example, a
pen. However, it is always encouraged to have both the name and the mark
appear on all applications.
The Tagline
The tagline’s role in all of the Indspire communications is to ensure that
what Indspire does is understood. In the case of wearable merchandise, it is
important that the person wearing the merchandise doesn’t feel as though
they are a walking billboard. This is minimized by simply using the mark and/or
the name, without the description (tagline) of the organization. The tagline
can be used on merchandise in isolation as well as in the lock-up of the logo.
Minimum sizes
Certain items will be too small to adhere to a minimum size requirement.
Ensure that any item used from the Indspire logo is both recognizable and
legible. If you have any doubts consult with the Indspire Communications
& Media Relations department.
Canada’s future.
C50 M85 Y15 K0
R146 G74 B139
C11 M100 Y100 K6
R204 G31 B37
C0 M60 Y100 K0
R245 G130 B32
C29 M100 Y16 K61
R93 G0 B60
C0 M0 Y100 K0
R255 G242 B0
C0 M0 Y0 K80
R88 G89 B91
C0 M0 Y0 K100
R35 G31 B32
C0 M0 Y0 K0
R255 G255 B255
Canada’s future.
C50 M85 Y15 K0
R146 G74 B139
C11 M100 Y100 K6
R204 G31 B37
C0 M60 Y100 K0
R245 G130 B32
C29 M100 Y16 K61
R93 G0 B60
C0 M0 Y100 K0
R255 G242 B0
C0 M0 Y0
R88 G89

67
9.2
Applications on Merchandise
The Indspire logo is meant to be seen fully with the
mark, name and tagline on all communications.
However, in merchandise applications the mark, name
or even the tagline may be seen in isolation. Below
are some examples of how the Indspire brand can be
featured on merchandise. Ensure that in all instances
department is consulted.
T-shirts and hats
Lapel pins (for illustration only)

68
9.3
Special Applications: URL
In special circumstances where Indspire’s URL will appear on
small merchandise there may not be room for both a URL
and the Indspire logo. In such instances a URL is available in
the Indspire font. This URL can only be used in isolation on
office supply swag, and can only be used with agreement from
the Communications & Media Relations department.
This is not recommended for many applications as people
tend to not wear merchandise that promotes the URLs of
organizations.
Rules for the Indspire brand that will apply with this URL.
• Safety, section 3.3
• Application rules, section 3.5
• Protecting the brand, section 3.6
This URL is meant to appear in isolation and it is not
necessary to include the Indspire logo with it on
Indspire materials.
Full-colour
One-colour
Reverse

69
There is a full-colour (CMYK), a one-colour
(Black) and reverse version of the URL available.
Please use the logo specified by the supplier,
and do not convert any of these versions to
one-colour, grey-scale, colour, or otherwise.
The Indspire one-colour logo can be used in
any of the Indspire brand colours used for
merchandise found in section 9.1.
Below is an example of how the URL will
appear on a pen.
Always ensure the Indspire Communications &
Media Relations department is consulted before
creating swag with the Indspire URL on it.
Pens

70
9.4
Special Printing Techniques
The Indspire brand will appear on many different applications which
will have their own specific purpose and message. Although the
simplicity of the Indspire mark and logo type can reproduce
well in a variety of printing techniques, certain aspects of the brand
standards do not allow for some printing techniques.
The Indspire brand is intended to be seen in full colour, so foils
and metallic printing, which are single colour applications, are
discouraged.
Embosses and debosses are only acceptable when they are
registered embosses/debosses. This will allow the colour to be
placed on top of the emboss or deboss. Taglines must appear with
the logo, but can not be embossed or debossed with the mark and
logo type.
Die-cutting our logo does not allow for the true colour of our logo
to be achieved. Because of this, die-cutting our logo is discouraged.
Watermarks do not allow for a true representation of the Indspire
logo’s colour and can not be used.
If there is a good rationale for using one of these techniques
(i.e. gold leaf for a one-time exclusive invitation) exceptions can
be made by the Indspire Communications & Media Relations
department.
Please:
Do check the gradient colour in the logo and/or graphic waves to
ensure that all colours are clearly visible and no banding is created.
Ensure the colour transition in the gradient is gradual and smooth.
If you see an abrupt transition, this banding is not correct.
Do not distort the proportions of the logo in any way.
Do not separate any of the three component parts of the logo
(graphic bird, indspire “logotype, English and French taglines).
If producing in a single colour, don’t use the gradient logo. We have
a single colour logo available.
Do not keep the provided logo for future use. If you need o use the
logo again, we will be pleased to work with you at that time.

71
9.5
Exceptions
There may be some instances where exceptions
to the rules in this manual must be made. This
section will outline a couple of scenarios where
this may occur. By no means are exceptions
encouraged. When developing any kind of materials
for Indspire, it is important to adhere strictly to
sections 1 through 8, and if it is impossible to do
so, you can refer to this section and consult with
department on which exception will work best.
Font Size
There will be scenarios where a lot will have
to be written in a small space. Although the
recommended font size is 11pt, there is flexibility
when working within the confines of small
collateral.
In the case of the Indspire business card, the font
is set at both 7pt and 8pt.
Tagline
There will be special scenarios where the tagline
will simply be too small to be legible, or cannot
remain in the lock-up of the logo. This will likely
occur when Indspire is not in control of the layout
and is working with material produced by a third
party. Ensure that the logo retains its lock-up in
this situation. The mark must always appear with
the name Indspire; the exception to this is on
merchandise (section 9.1 - 9.3).
URL
There are certain special applications where the
‘indspire.ca’ URL will be displayed as the main logo.
This only can occur on swag. To see more on this
special application refer to section 9.3.
Canada’s future.
Roberta Jamieson C.M.,
I.P.C., LL.D. (Hon)
President, Chief Executive Oﬃcer,
Executive Producer, Indspire Awards
P.O. Box 759
direct: 416.926.0775
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
rjamieson@indspire.ca
indspire.ca
Roberta Jamieson C.M.,
I.P.C., LL.D. (L’hon)
Présidente directrice générale
Productrice déléguée, Prix Indspire
Case postale 759
tél: 416.926.0775
1.855.INDSPIRE (463.7747)

72
BRANDING UPDATE #1: HOW TO REFER TO SUB-BRANDS AND PROGRAMS
This update is in response to questions from staff about how to refer to sub-brands and programs in text, eg. letters
and proposals.
As we know, the meaning of the names of our sub-brands and programs are decoded via their respective taglines.
When we call our awards the “Indspire Awards” and the institute the “Indspire Institute” in a block of text they can
sometimes live on their own pretty well without tags. Programs are a bit harder to decode. So the question of how
to refer to programs and sub-brands in a block of text needs to be addressed.
Referring to Indspire Sub-brands and Programs in text:
In body text the proper form will be to use italics in the full title with a colon between the sub-brand or program
name and the tagline. And, in a document where the sub-brands or programs are referred to subsequently, we’d use
the short name for the program where the meaning is clear. In the example paragraph below, Indspire has not been
italicized though it would be strictly correct to do so (we won’t be doing that).
Example,
“We have an array of programs here at Indspire which help our youth succeed. Soaring: Indigenous Youth Career
Conferences, Building Brighter Futures: Bursaries and Scholarship Awards are core activities central to our mission.
We invite you to learn more about Soaring and Building Brighter Futures by joining us for lunch….”
So, in text—like a letter or proposal, the following is correct:
Programs:
Soaring: Indigenous Youth Career Conferences
(subsequent references where clearly tied to our program, use: ‘Soaring’, ‘career conference’ or ‘conference’)
Building Brighter Futures: Bursaries and Scholarship Awards
(subsequent references where clearly tied to our program, use: ‘student awards’. Note we are staying away from
acronyms)
Industry in the Classroom: Indigenous Youth Career Seminars
(subsequent references where clearly tied to our program, use: ‘seminars’)
Sub-Brands
Indspire Institute: Promoting Indigenous Education
(subsequent references, use: Indspire Institute or the Institute*)
Indspire Awards: Celebrating Indigenous Achievement
(subsequent references, use: Indspire Awards or the Awards*)
Acronyms:
We don’t use acronyms for Indspire sub-brands and programs. “BBF” is not used anymore. Never turn a sub-brand
or program name into an acronym (eg. Soaring: IYCC)
*Uppercase on Institute and Awards when referring to our sub-brands.

73
BRANDING UPDATE #2: Indspire ELECTRONIC LETTERHEAD
Indspire has produced electronic letterhead in both colour and black and white, including an additional (page 2 and
beyond) page that incorporates Indspire’s distinct graphic elements.
BEFORE USING THE LETTERHEAD, PLEASE READ AND UNDERSTAND THE FOLLOWING:
When should you use electronic letterhead?
Use electronic letterhead, only when you need to send a letter via email. Under no circumstances is it to be used
when you intend to print it in-house on our own printers or by a ‘quick-print’ company.*
Where the files are found:
A sub directory called “Stationary” has been established on the N Drives at both Indspire locations. In the directory
you’ll find two documents:
• Indspire e-letterhead Colour
• Indspire e-letterhead BW (will not be commonly used; coloured preferred)
How to open and use:
1) Go to the file you require in the Stationary directory (select black & white or colour)
2) Open the Word file
3) Immediately save the file, using a new name, in the directory where you want your letter to be kept.
4) You may notice ‘ghosting’ similar to when you work with headers and footers. This is normal.
5) The margins for the letterhead are pre-set to Indspire standards. Do not alter.
6) Use our pre standard font, which is pre-set in the document: 11pt. Calibri. Do not alter.
7) Write your content. When you have completed your letter, first, save it as a Word document, but do not
send this version to your letter recipients. (If you send as a Word document, your letter could be easily
altered by your recipient and they may be able to see edits)
8) After you have saved your letter in Word, re-save it as a PDF. This is done by selecting “save as” and
choosing “PDF” as the file format.
9) Your letter in PDF form is now ready for use as an attachment to email (not for printing)
*Why not print the electronic letterhead in-house or at a ‘quick print’ company?
Our logo is Indspire’s strongest symbol. When Indspire prints its logo, it does so using high standards on professional
printing equipment. In-house and quick-print companies are not able to achieve the same or similar quality that we
achieve with professional printers. In addition, if the letterhead were printed in-house, it would lack a ‘full-bleed’—
the graphic elements (waves) would not completely extend to the edge of the page. Our official printed letterhead
which bears the Indspire logo is also printed on special stock that matches Indspire envelopes under Indspire’s Visual
Identity standards.
If you are printing a letter in-house, you must use the provided, professionally printed letterhead on paper that has
been specifically selected for use with the Indspire logo and other graphic elements.
At no time is it appropriate to produce the electronic letterhead
using in-house or ‘quick-print’ company equipment.

75
Notes

Head Office
P.O. Box 759
1.855.INDSPIRE (463.7747)
fax: 866.433.3159
Toronto Office
1.855.INDSPIRE (463.7747)
fax: 416.926.7554
indspire.ca

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